Partner Co-Marketing
A partner co-marketing workspace for aligning campaign strategy, producing shared assets, approving launch details, and tracking lead-sharing and performance through a joint retrospective.
Every employee gets a seat — priced per employee in AI Productivity, quoted with this template ready.
Rolled out to every employee at AutoZone (125,000), PetSmart (50,000+), A.S. Watson and Raley's (20,000) — and at larger retailers we are not permitted to name.
Built for: B2b Saas Partnerships · Technology Channel Marketing · Professional Services Alliances · Financial Services Co Marketing · Healthcare Technology Partnerships
Overview
The Partner Co-Marketing workspace organizes a campaign with a strategic partner from kickoff through final reporting. It contains channels for kickoff-and-strategy, production-and-coordination, decisions-and-approvals, launch-operations, and performance-and-retro, so conversation follows the actual workflow rather than accumulating in a single general channel. Pinned resources include the joint campaign brief, RACI matrix, asset approval tracker, lead-share and data-handling agreement, launch calendar, measurement plan, and partner brand guidelines.
Use the template when two organizations are jointly defining an audience and offer, producing shared assets, coordinating launch timing, transferring or sharing leads, and reviewing performance together. The stage-based task lists move from alignment and governance to production, launch readiness, optimization, and retrospective. Milestones make approval gates visible, while the Co-Marketing Campaign Delivery hill chart shows whether delivery is moving toward completion or stalling.
This is not a replacement for a CRM, marketing automation platform, contract repository, or formal privacy review. It should not be used as the sole system for storing sensitive lead data or as evidence that consent and data-transfer requirements have been satisfied. Customize the role-based members, default visibility, task DRIs, approval gates, and integration touchpoints before inviting partner users.
Standards & compliance context
- Make the lead-share, consent, and data-handling agreement an approval gate before any campaign activity that collects or transfers personal data.
- Ask the appropriate legal or privacy reviewer to validate consent language, permitted data fields, retention, access, and cross-organization transfer requirements for the jurisdictions involved.
- Limit workspace visibility and connected-system access according to each partner's need to know, and avoid using the workspace as a repository for raw sensitive lead records.
- Document attribution and reporting definitions so performance claims can be traced to agreed campaign sources, dates, and handoff rules.
General regulatory context for orientation only — verify current requirements with counsel or the relevant agency before relying on this template for compliance.
What's inside this template
Members
Role-based members establish who is Responsible, Accountable, Consulted, and Informed without hard-coding the template to specific people.
Channels
Workflow-based channels keep strategy, production, decisions, launch operations, and retrospective discussion easy to find.
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kickoff-and-strategy
Campaign brief, audience, positioning, goals, offer, budget, and success metrics.
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production-and-coordination
Day-to-day coordination for content, design, event logistics, copy, landing pages, and partner inputs.
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decisions-and-approvals
Documented decisions, scope changes, brand reviews, legal approvals, budget changes, and escalation outcomes.
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launch-operations
Launch checklist, publishing windows, monitoring, issue triage, links, tracking validation, and status updates.
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performance-and-retro
Campaign results, lead quality, attribution, partner feedback, lessons learned, and follow-up actions.
Check ins
Defined Weekly Monday, Weekly Thursday, and Monthly cadences create predictable points for status, readiness, and performance review.
- Weekly Monday campaign status
- Weekly Thursday launch-readiness review
- Monthly performance and partner review
Milestones
Milestones turn campaign approvals, launch gates, launch events, and retrospective completion into visible checkpoints.
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Campaign brief and RACI approved
Both organizations agree on objectives, audience, scope, success metrics, roles, and DRIs.
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Lead-share and data rules approved
Consent, permitted data, routing, acceptance, response SLA, and retention requirements are documented and approved.
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Messaging and asset drafts complete
Core copy, design direction, and partner contributions are ready for formal review.
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Final approvals complete
Brand, legal, privacy, partner, and campaign-owner approvals are recorded for launch assets.
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Launch readiness sign-off
Publishing schedule, tracking, lead routing, team briefing, and issue plan are validated.
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Campaign launch
Approved campaign activities go live according to the agreed sequence.
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Interim performance review
Early results, lead quality, delivery health, and RICE-prioritized optimizations are reviewed.
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Final report and retrospective complete
Results are reconciled, lessons are captured, and follow-up actions have assigned owners.
Task lists
Stage-based task lists move the campaign from alignment and governance through production, launch, optimization, and measurement.
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1. Kickoff and Alignment
Establish the shared campaign brief, roles, objectives, audience, offer, budget, and operating model.
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2. Audience, Offer, and Lead Governance
Define who the campaign targets, what is being offered, and how leads and consent will be handled.
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3. Asset Production and Review
Create, exchange, review, and approve the campaign assets and supporting launch materials.
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4. Launch Readiness
Validate that assets, systems, people, communications, and reporting are ready for the agreed launch window.
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5. Launch and Optimization
Execute the launch, monitor delivery and conversion, and prioritize improvements using RICE.
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6. Measurement and Retrospective
Close the campaign with reliable reporting, partner reconciliation, lessons learned, and follow-up ownership.
Hill charts
The Co-Marketing Campaign Delivery hill chart shows where work is progressing and where uncertainty or dependencies are slowing delivery.
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Co-Marketing Campaign Delivery
Track confidence and progress across the major campaign workstreams from open questions through completed delivery.
Default apps
Default apps provide the shared workspace tools for communication, planning, files, and campaign coordination.
Integrations
Integration touchpoints connect campaign coordination with Drive, Slack, CRM, marketing automation, analytics, and the project calendar.
- Google Drive
- Slack
- CRM
- Marketing automation platform
- Web analytics
- Project calendar
Pinned resources
Pinned resources keep the brief, RACI, approval tracker, data agreement, launch plan, measurement plan, and brand guidance close to active work.
- Joint campaign brief
- Roles, responsibilities, and RACI matrix
- Asset inventory and approval tracker
- Lead-share, consent, and data-handling agreement
- Launch calendar and sequencing plan
- Campaign measurement and attribution plan
- Partner brand and messaging guidelines
How to use this template
- Clone the workspace, assign role-based members such as Partner Marketing Manager, Campaign Manager, Content Lead, Sales Operations Lead, and Legal or Privacy Reviewer, and set default visibility for internal and shared materials.
- Review the joint campaign brief, RACI matrix, audience and offer assumptions, lead-share agreement, brand guidelines, and measurement plan in kickoff-and-strategy before creating production work.
- Assign a DRI and due date to every task in the stage-based lists, then record dependencies and unresolved questions in production-and-coordination rather than leaving them in private messages.
- Use decisions-and-approvals to document messaging, asset, lead-routing, consent, and launch decisions, and advance the relevant milestones only after the accountable reviewers approve them.
- Run the Weekly Monday campaign status and Weekly Thursday launch-readiness review to identify blockers, confirm launch operations, and verify that each partner has completed its assigned handoffs.
- Capture results in performance-and-retro during the Monthly performance and partner review, update the measurement plan and attribution findings, and close the campaign with the final report and retrospective milestone.
Best practices
- Map members to roles such as Partner Marketing Manager or Revenue Operations Lead before assigning names, then use the RACI matrix to separate Responsible, Accountable, Consulted, and Informed participants.
- Give every asset, approval, and launch dependency one DRI and one due date so shared ownership does not become owner ambiguity.
- Keep the channels aligned to the campaign workflow and move final decisions into decisions-and-approvals instead of allowing approvals to remain buried in Slack or email.
- Do not begin asset production until the audience, offer, lead-share process, consent language, attribution model, and partner brand constraints are documented.
- Use the Thursday launch-readiness review to test links, tracking, forms, routing, notifications, landing pages, sequencing, and escalation contacts in the systems that will run the campaign.
- Treat Google Drive as the asset source of truth and link approved versions from the tracker rather than uploading multiple competing copies into conversation threads.
- Set the check-in cadence explicitly as Weekly Monday, Weekly Thursday, and Monthly so status reporting does not become an irregular meeting series.
- Use the Co-Marketing Campaign Delivery hill chart to surface uncertainty and stalled work early, then apply RICE prioritization when deciding which optimization tasks deserve attention first.
What this template typically catches
Issues teams running this template most often surface in practice:
Common use cases
Frequently asked questions
What types of partner campaigns fit this workspace?
Use it for co-branded content, webinars, events, joint product launches, referral campaigns, and coordinated demand-generation programs. The task lists support shared planning, asset production, launch operations, and measurement. It is most useful when both organizations have deliverables, approvals, and lead-handling responsibilities.
Who should run the workspace and campaign check-ins?
Assign a Partner Marketing Manager or Campaign Manager as the workspace DRI and accountable owner. The Marketing Lead, Partner Manager, Content Lead, Sales or Revenue Operations Lead, and Legal or Privacy reviewer can map to RACI roles. Use the Weekly Monday campaign status for progress, the Weekly Thursday launch-readiness review for launch blockers, and the Monthly performance and partner review for outcomes.
How are lead-sharing and data rules handled?
Keep the lead-share, consent, and data-handling agreement pinned and make its approval a milestone before launch. Record who is Responsible and Accountable for consent language, routing, enrichment, access, retention, and follow-up. Have the appropriate privacy, legal, or compliance reviewers confirm the rules for both organizations before collecting or transferring lead data.
Can this template support different partner approval processes?
Yes. Customize the RACI matrix, approval gates, task owners, due dates, and default visibility to match the partner agreement. Keep decisions in the decisions-and-approvals channel and link the approved version of each asset from the tracker. If one partner requires executive, legal, or brand approval, add that role as a Consulted or Accountable reviewer rather than relying on informal messages.
What is a common mistake when using a co-marketing workspace?
A frequent pitfall is treating the workspace as a shared file folder without assigning a DRI for every deliverable and approval. Another is starting production before the audience, offer, lead-routing, consent, and attribution rules are agreed. Use the stage-based task lists and milestones to expose unresolved dependencies before launch.
Can this workspace connect to our existing marketing tools?
The template includes integration touchpoints for Google Drive, Slack, a CRM, a marketing automation platform, web analytics, and a project calendar. Use Drive for controlled asset storage, Slack for notifications, the CRM and marketing automation platform for lead routing, and analytics for campaign measurement. Define the system of record for campaign status, leads, approvals, and performance before rollout.
How does this compare with managing the campaign in email or ad hoc documents?
Email and disconnected documents can hide ownership, approval history, dependencies, and launch blockers. This workspace puts the campaign brief, RACI, asset tracker, data agreement, calendar, and measurement plan alongside stage-based tasks and decision records. It gives both partners a shared operating model instead of a collection of separate updates.
How should we roll out the template with a new partner?
Clone the workspace, replace role placeholders with named members from each organization, and agree on default visibility before inviting the broader team. Review the joint brief, RACI, lead-share agreement, approval tracker, and measurement plan during kickoff. Run one campaign through the full workflow, then adjust channels, check-in cadence, and task templates during the retrospective.
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Every employee gets a seat. Request pricing for AI Productivity and we quote into a workspace with Partner Co-Marketing ready.
Rolled out to every employee at AutoZone (125,000), PetSmart (50,000+), A.S. Watson and Raley's (20,000) — and at larger retailers we are not permitted to name.
